East Buy holds a concert in Altay, Xinjiang, with Yu Minhong leading the live broadcast

Summary

Oriental Selection, a live-streaming e-commerce platform under New Oriental, is hosting a concert in Xinjiang’s Altay region on September 19, 2025. Founder Yu Minhong will lead the live-streaming team and collaborate with several artists for a live sales event .

Impact Analysis

So what they’re telegraphing here is a strategic pivot to leverage Yu Minhong’s personal brand and charisma to reinvigorate Oriental Selection’s image and sales. This concert is more than just entertainment; it’s a calculated move to draw attention and potentially boost sales through live-streaming, especially after the departure of key influencer Dong Yuhui and amid fierce competition QQ News+ 2. The timing is crucial—right after a period of stock volatility and strategic shifts, it’s a classic founder move to stabilize sentiment and showcase leadership Zhitong+ 2. For positioning, this tilts towards a short-term sentiment boost, but watch for sustained execution on their ‘online Sam’s Club’ strategy. If they can convert this visibility into membership growth, there’s upside potential, but the market will need convincing over several quarters Zhitong.